Performance within Community by BMW Group Research Paper - 2

Performance within Community by BMW Group - Research Paper Example BMW Group was founded in 1917. Its chief operations were entitled to the production of an engine for airlines. In 1923 the company first produced motorcycle and in 1928 with the acquisition of â€Å"Eisenach Car Production†, they developed a new market. The company was involved in the production of airplane engine along with other car activities during the Second World War. After this period the company has been recorded to witness continuous growth. In 1951 they first entered the luxurious automobile division and launched BMW 501 (Ploen and Olesen 2010). Another model with a V8 engine, the 502 was one of the best creations of BMW. From 1954 onwards numerous versions were available but the sale was not sufficient to reach their profits. Despite facing financial problems they opted to build sports versions of 502 in 1954 (BMW n.d.) After realizing the great potential in the car manufacturing industry, BMW solely focused on manufacturing cars in different innovative designs. Per petually, the acquisition of Robert Group was initiated by the company with an expectation for its development which resulted in great failure. Again in 2003, the company acquired Rolls-Royce and extended their brand portfolio. Presently, BMW has become a house of brands comprising of BMW, Rolls-Royce, and Mini (Ploen and Olesen 2010). BMW was listed at the top of the Dow Jones Sustainability Group Index (DJSGI) in the year 1999 and 2000, as the world’s leading automobile industry in sustainable development. The increase in the value of companies as recorded on the DJSGI clearly surpassed the Dow Jones Global Index. At the same time in 2000, the value in the C-DAX Automobile Index was decreased by 21 percent and the share price of BMW was raised by 13.4 percent in the same period (BMW Groups 2002). Most of the roads of the world are populated by BMW with its firmly engineered and reliable cars. In spite of these two aspects, BMW is also known for its car with high performance as it is built based on production vehicles. They have provided their best efforts for highest-performance road cars (Cohen 1996). 2.2. Role of Business towards Community BMW possess various goals and objective towards the community. They are involved in increasing the road safety, creating awareness among people, opposing the violence in the community, fighting against HIV/AIDS, developing educational projects related to schools as well as kindergarten, creating mutual trust within the communities (BMW Group 2008). BMW encourages the exchange of ideas along with the understanding of intercultural aspects by applying a variety of cultural initiatives. For the BMW Group, cultural engagement has been an integral part of the corporate communications activities for more than 30 years.